市场营销策划书1农夫山泉---维他命水市场营销策划书作者：苗航嘉班级：工商1001学号：2010209113152目录1.执行概要.....................................................................................................................41.1企业简介..............................................................................................................41.2营销背景..............................................................................................................42.0目前营销状况..........................................................................................................62.1中国功能型饮料市场现状..................................................................................62.2中国功能型饮料市场的发展特点......................................................................62.3产品营销状况......................................................................................................92.3.1产品分析........................................................................................................92.3.2消费者分析..................................................................................................102.4竞争状况分析....................................................................................................142.4.1竞争态势......................................................................................................142.4.2主要竞争对手产品分析..............................................................................143.0SWOT分析...........................................................................................................173.1优势....................................................................................................................173.2劣势....................................................................................................................173.3机遇....................................................................................................................183.4威胁....................................................................................................................183.5营销建议............................................................................................................194.0财务目标................................................................................................................205.0营销策略................................................................................................................215.1产品策略............................................................................................................215.2价格策略............................................................................................................215.3渠道策略............................................................................................................225.4促销策略............................................................................................................225.5产品定位...................................................................................................................................246.0具体推广方案：“维他命水，‘维他’加油”推广活动................................276.1活动简介............................................................................................................276.2活动阶段......
